The Emirate of Dubai welcomed 9.88 million international visitors between January and June in 2025, marking a 6% increase compared to the same period in 2024, as reported by the Dubai Department of Economy and Tourism.
On this occasion, His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Vice President of the Council of Ministers, stated that the ongoing success in the tourism sector exemplifies the inspiring vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE and Ruler of Dubai, who instilled a culture of challenge and set the seemingly impossible as a target for achieving excellence and leadership.
He remarked: “The exceptional performance of Dubai’s tourism sector in the first half of 2025 reflects the insightful vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, who has made Dubai a city that never ceases to evolve and accepts nothing less than leadership in every sector. Today, we reap the rewards of this vision, which has laid the foundations for comprehensive growth, making Dubai one of the fastest-growing and most attractive cities for visitors, investors, and talent worldwide.”
He further noted: “We are committed to enhancing our competitiveness and solidifying Dubai’s position on the global tourism map through investments in extraordinary experiences, advanced infrastructure, and providing a global model for quality of life and diverse options, aligned with the Dubai Economic Agenda 33D and the future vision for the city.”
His Highness praised the effective collaboration between the public and private sectors, emphasizing that this robust partnership elevates Dubai’s status as a key tourist destination globally. He added, “Dubai’s preeminence in the global tourism scene reflects the collective efforts and fruitful collaboration between the public and private sectors, as well as local and international partners.”
Global Events
This growth caps off the remarkable progress seen in Dubai’s tourism offerings, driven by an effective global marketing strategy and solid partnerships between the public and private sectors, which have garnered widespread international recognition for the emirate.
Under the wise leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum and the directives of His Highness Sheikh Hamdan bin Mohammed, the rise in international visitor numbers in the first half of 2025 continues to reflect the record growth in Dubai’s tourism and hospitality sectors over the years.
The increase in international visitors highlights the tourism sector’s role in attracting new residents and businesses to the emirate, aligning with the ambitious targets of the Dubai Economic Agenda 33D, which aims to double the emirate’s economy by 2033, establishing it as a world-leading destination for business and leisure. This growth closely correlates with Dubai’s economic advancements, contributing significantly to creating new job opportunities, attracting more investments, and supporting the emirate’s GDP.
Continuous Development and New Destinations
Strategic partnerships, events, and global campaigns, along with a range of new destinations in the city, have provided international visitors—be they new or returning—with a broader perspective of what Dubai offers. Additionally, the dedicated marketing strategy executed by the Dubai Department of Economy and Tourism, in collaboration with over 3,000 global and local partners, has led to further growth in key markets. Data indicates that the Gulf Cooperation Council (GCC) and nearby markets accounted for 26% of Dubai’s total visitors from January to June 2025, with visitor counts at 1.51 million (15%) and 1.12 million (11%), respectively. Western Europe topped the visitor statistics with 2.12 million visitors (22%), followed by the Commonwealth of Independent States and Eastern Europe (15%), South Asia (15%), Northeast and Southeast Asia (9%), the Americas (7%), Africa (4%), and Australasia (2%).
Dubai as the Preferred Travel Destination
Dubai has maintained its status as the preferred travel destination for visitors from both traditional and emerging markets, thanks to its unique offerings, high safety levels, and ease of access and mobility. The emirate continues to enhance its accommodation options, catering to various budgets with high-quality standards, further elevating its appeal. In the first half of 2025, Dubai expanded its hotel portfolio with new launches across different categories and locations, including Jumeirah Marsa Al Arab in Umm Suqeim, Cheval Maison in Expo City, Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in downtown Dubai.
His Excellency Helal Saeed Al Marri, Director General of the Dubai Department of Economy and Tourism, stated: “The outstanding performance of Dubai’s tourism sector in the first half of 2025 underscores the resilience and robustness of the emirate’s economic model, even amidst ongoing global challenges. Issues such as inflation, changing traveler behaviors, and economic instability persist as hurdles for tourist destinations globally. Nonetheless, Dubai continues on its upward trajectory, achieving milestones aligned with the ambitious vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum and the strategic objectives of the Dubai Economic Agenda 33D.”
He added: “Dubai’s response to these changes has been proactive and well-considered, focusing on enhancing visitor experiences through innovation and technology, concentrating on specific sectors like wellness, luxury, and exciting travel experiences while also promoting cultural exchange by involving the local community. The emirate is integrating sustainability concepts into its tourism framework, particularly in meeting the aspirations of the new generation of high-spending travelers.”
His Excellency emphasized that this comprehensive approach reflects Dubai’s commitment to achieving its goals of becoming the best city globally for living, working, visiting, and investing, while establishing itself as a worldwide hub for trade, innovation, and cultural exchange. As we look toward the future, we will continue to amplify this positive impact and achieve the objectives of the 33D agenda through diverse and sustainable growth.
Staying at the Top
Furthermore, His Excellency Issam Kazim, Chief Executive of the Dubai Corporation for Tourism and Commerce Marketing, indicated that the exceptional performance of Dubai’s tourism sector, driven by wise leadership and strategic objectives in the 33D agenda, reflects the high level of partnership between public and private sectors and active community engagement that has significantly highlighted Dubai as a global destination. Residents, businesses, and visitors have all played a supportive role in the success of this sector, where genuine testimonials and recommendations have become potent tools for promoting Dubai and its unique experiences. Accessibility to Dubai has improved significantly, thanks to its distinguished infrastructure and supportive business environment that fosters collaboration. Additionally, the emirate’s annual program of recreational, commercial, and conference activities has attracted new audiences globally, creating a substantial economic impact. In collaboration with key partners, we remain committed to enhancing the quality of life for visitors and residents by continuously developing infrastructure and investing in capabilities to attract more visitors from around the world.”
Campaigns and Partnership Relations
In a bid to showcase the diverse and growing destinations in Dubai, the Dubai Corporation for Tourism and Commerce Marketing launched a series of campaigns during the first half of 2025, such as “Choose Your Story,” in collaboration with Millie Bobby Brown and Jake Bongiovi; “Dubai, an Unforgettable Summer”; and “Surprises in Dubai,” featuring Virat Kohli and Anushka Sharma. These unique global marketing campaigns continue to attract more visitors by promoting Dubai to a broader international audience.
As part of its ongoing efforts to support the objectives of the Dubai Economic Agenda 33D, the Dubai Department of Economy and Tourism has established strategic partnerships with hospitality companies, including Marriott International, Hyatt, and Premier Inn, to enhance the visitor experience and increase the emirate’s global appeal. Dubai’s accommodation portfolio will continue to grow with the launch of prestigious new destinations, such as Mandarin Oriental Downtown Dubai; Zaha Island at The World Islands; and Dubai Marina’s luxury hotel associated with the prestigious Venit Collection, which is set to become the tallest hotel tower in the world.
Global Awards
Dubai garnered numerous global accolades in the first half of 2025, with a significant achievement being recognized as the first certified autism-friendly travel destination™ in the eastern hemisphere in April. This accomplishment underscores Dubai’s commitment to making travel accessible for all. Regarding its global tourism presence, Dubai remains a top contender as the best global destination in the 2025 Travelers’ Choice Awards from Trip Advisor. In a study by travel insurance company InsureMyTrip, Dubai was named the number one city in the world for solo female travelers, scoring highly in indicators of “feeling safe” and “feeling safe walking alone at night.”
The Dubai Business Events Office, the official convention office for Dubai under the Dubai Department of Economy and Tourism, has strengthened the city’s position as a strategic destination for impactful business events. In 2024, Dubai again ranked first in the Middle East for the number of association conferences hosted, according to the International Meetings and Conferences Association (ICCA). The Dubai Business Events Office set a record in the first half of 2025 by winning 249 bids to host international conferences, seminars, and incentive programs. These events are expected to attract over 127,000 delegates to Dubai in the coming years.
Hospitality and Dining
Data from the Dubai Department of Economy and Tourism indicate significant achievements in the hotel sector; from January to June 2025, the average hotel occupancy rate in Dubai reached 80.6%, up from 78.7% during the same period in 2024. The number of booked rooms increased by 4% to reach 22.24 million, compared to 21.35 million in the first half of 2024, with an average stay length of 3.71 nights. The average daily room rate rose to 584 AED, a 5% increase compared to the same period last year, while the revenue from available rooms also increased by 7%, from 439 AED last year to 471 AED this year. Additionally, the total number of hotel rooms available in Dubai by the end of June 2025 reached 152,483, with the number of hotel establishments at 822.
Global Dining Options
The restaurant sector continues to be a major attraction for visitors and international investments, maintaining a globally acclaimed diverse culinary scene. The fourth edition of the Michelin Guide Dubai, released in May, featured a total of 119 restaurants representing 35 global cuisines, including the first two restaurants in Dubai to receive three Michelin stars: F Med in Bjorn Frantzen’s portfolio, and Tresind Studio. With this recent recognition of F Med, chef Bjorn Frantzen became the first chef ever to achieve three Michelin stars for three different restaurants, while Tresind Studio became the first Indian restaurant in the world to achieve this distinction. The 2025 guide also included three restaurants awarded two Michelin stars, 14 restaurants with one Michelin star, 22 restaurants with a Bib Gourmand designation, and three restaurants awarded a green Michelin star. Notably, the 2025 World’s 50 Best Restaurants list announced in June featured two Dubai restaurants: Tresind Studio, ranked 27th among the best in the Middle East, and Orfali Bros Bistro, which entered the list again at 37th place.
For the complete report on the tourism sector’s performance from January to June 2025, please visit: www.dubaidet.gov.ae.